The drive: What challenges have you overcome?
So many!
Imposter syndrome in the early days, adjusting to the unpredictability of running a business with a baby, and learning to let go of perfectionism. I had to get comfortable with being visible online – even when I didn’t feel “camera ready” – and push through the awkwardness of showing up when I’d rather hide in the background.
Another big challenge has been carving out a space in an industry that can feel quite black and white – where you’re either ‘gentle’ or you’re not, where advice is often polarised and overly prescriptive. I’ve worked hard to create a space where parents feel safe to explore what works for them, without feeling boxed in. That nuance can get lost online, and I’m always trying to bring it back.
There’s also the emotional weight of working with exhausted families. You carry a lot for other people. But I remind myself often that the work I do matters – helping someone feel calmer, more confident and more rested has a ripple effect on the whole household. That’s what keeps me going.
And of course, the juggle of parenting, working as a GP, running a business and trying to grow a brand – all at the same time – is real. Along with having to navigate the internal battle of being both a medical professional and a vulnerable new parent. It took time to realise all of those things weren’t in conflict – they actually make me better at what I do.
I’m incredibly proud of what I’ve built, and even on the hardest days, I know I’m making a difference.
For better or worse: What are the pros and cons of running your own business?
Pros: I get to do work that genuinely lights me up. I get messages from parents saying, “We had our first full night of sleep”, or “You’ve changed our lives” – and that never stops feeling incredible. I can build my day around my family, choose how I show up and grow something that feels truly meaningful. Most of all, I get to spend more time at home with my son and husband – and that’s something I never take for granted.
Cons: It can be lonely. There’s no switch-off point, especially when your business is personal. I sometimes fall into the trap of trying to do it all, and I’ve had to learn (and re-learn) how to pace myself. One of the hardest parts is the amount of time and energy it takes to stay present on social media. I’m far more likely to be found in trackies, with messy hair and no makeup, than camera-ready to film a reel. Putting my face out there doesn’t always come naturally – but I’ve learned to do it because connection matters.
And then there’s the internal battle I have about whether to include my son’s face in the brand. I always said I wouldn’t share him online – but at the same time, he is the reason The Good Sleep Club exists. He’s my why, and I want to celebrate that. I’m still figuring that out day by day.
Hopes and dreams: What next?
I’d love to expand my support into workplaces and nurseries – helping organisations support parents as they return to work, and giving childcare providers tools to understand sleep better too. On the corporate side, I want to help companies create environments where employees returning from maternity or paternity leave feel genuinely supported – not just with policies, but with practical help that improves wellbeing and productivity. Sleep-deprived parents don’t need more pressure – they need real support that makes the transition back to work smoother and more sustainable.
I’d also love to see antenatal care evolve to better prepare parents for sleep in the early days. So many families feel blindsided by the reality of newborn sleep – I’d love to be part of a shift where honest, useful sleep advice becomes a standard part of antenatal education.
And I’m really excited about building meaningful collaborations with other amazing professionals in the sleep space. There’s so much potential when we come together with the same goal: to make sleep support accessible, shame-free and part of the standard support we give new parents.
And of course, continuing to grow my online community, write more, speak more and remind parents everywhere: you’re not doing it wrong. You’re just doing something hard – and you don’t have to do it alone.
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